The millennial market is now the nation’s largest living generation, according to the US Census Bureau; the millennials (age 18-34) are projected to number 75.3 million, surpassing the baby boomers by the end of this year. Contrary to popular belief, this digital generation is highly responsive to direct mail marketing campaigns.
“82% of 18-34-year olds cite using print as a stimulus on the path to purchase.” Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011
Simply put, if you aren’t reaching out to this generation thru print, you are losing business. Buying decisions are made by brand awareness, followed by research. Unlike other forms of unsolicited advertising, consumers consider direct mail unobtrusive. According to Nielsen, 70% of shoppers look to print advertising at least once a week in their search for sales and promotions. The same study cites that in the future, 90% of consumers say they want to receive sales and promotions via direct mail.
Print marketing engages and creates brand recognition with the millennial generation. A direct mail piece can inspire research and comparison. Buyers today use 10.4 sources of information to reach a purchase decision, compared to 5.3 sources in 2010.
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“When it comes to ads, shoppers surveyed say that traditional media advertising is the top driver of mobile searches. Nearly seven out of 10 smart- phone users (68%) cite print, TV, and radio ads as the motivation to perform a mobile search. Coming in a distant second and third are mobile ads (27%) and online ads (18%). Google Mobile Ads Blog
Top “Final Moment of Truth” Sources Used When Making Purchase Decisions
It is clear the power that print holds in the buying decision. From the initial stimulus provided by direct mail to the final moment boost provided by large format point-of-sale displays, brochures, and packaging, print dominates the purchasing process. The millennial market is savvy and well informed, and they trust and welcome you in their mailbox. Don’t miss out.